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Proper Use of "UCLA" in Advertising

UCLA is a well-known university, famous for its academic achievements and popular for its successful athletic teams. Many people in business want to capitalize on and even exploit UCLA's popularity and fame to sell their products and/or services. These guidelines are intended to help advertising staffs conform to the University policy regarding the commercial use of UCLA and UCLA Bruins.

Principles to be followed:
Direct or indirect, implied or inferred institutional endorsement by UCLA is prohibited. This prohibition extends to advertising using any name, picture, landmark building or other indicia.

A personal endorsement with an identification of the person's relationship to UCLA is acceptable as long as there is no confusion as to institutional endorsement.


UCLA Products
Only officially licensed products may be advertised and sold with the UCLA Trademark on them. The trademark symbol ® should appear after the first or most prominent use of "UCLA." This trademark identification is a legal requirement.


Use of Photos in Advertising
Photos of persons wearing UCLA athletic team or cheerleader uniforms which are not readily available to the public are not acceptable.

Photos with readily identifiable UCLA buildings such as Royce Hall or Pauley Pavillion are not acceptable.


Use of Copy in Advertising
UCLA should always be used as an adjective modifying the campus community or product name (for instance, UCLA Students, UCLA Community, UCLA Faculty, UCLA sweatshirt or UCLA class ring).

In most cases when "UCLA" is used as a location it can and should be replaced with "Westwood." The location "UCLA" is easily confused with the instituition "UCLA." An example would be a business that says "Serving UCLA." Proper usage would dictate "Serving Westwood" or "Serving the UCLA area." The object should be to make it clear that the service is to the location, and not to the official "UCLA" institution.

Approval of an exception to any of the guidelines may be granted only in writing as provided in the Policy on the Use of the University's Names, Seals, and Trademarks.